Since 2008, China’s children training industry thrived along with the holding of the Olympic Games and the World Expo. However, in recent years, the competition has become fiercer. Since 2014, a great number of children English training institutions have closed down one after another or suffered from a narrowed market space. Apart from the impact of government policies, the inaccurate market positioning and misunderstanding about the teaching methods are major reasons for their poor business performance.

Chinese parents lay much emphasis on course features and teaching resources (accounting for 40% respectively) when selecting training institutions for their children. The second top concern is the convenience and reputation. In the aspect of popularity, New Oriental (25%), Rise (23%), and Disney (14%) all successfully make a deep impression on Chinese parents, and in the aspect of teaching materials, New Concept English (42%) and Cambridge Young Learners English (34%) are well known in each professional fields. Only 4% parents have a particular concern with price, which is in accord with the situation of family expenditure for children English training.

Compared with the nearly saturated adult English training market, English training for middle school, primary school, and pre-school students will become the major driving forces for future development of the industry. In 2013, the market size of English training for Chinese middle and primary school students amounted to CNY 46.15 billion. New Oriental excels in this market with its lion’s share in whole China and becomes a leader of the industry.

Please note: The report is Chinese version. It will provide the English version in two business days.

Table Of Contents

1. Development Environment of Chinaâs Children English Training Industry 1.1 Macroeconomic Environment in First Half of 20141.2 Policy Environment in 20141.2.1 Government Focusing on Basic Education Guarantees the Development of the Training Industry1.2.2 Scientific Development of Exam-oriented Education Improves the Pre-school Training Quality1.2.3 Issuance of Supervision Standards Regulates the Training Market1.2.4 Beijingâs College Entrance Examination Reform Reduces English Scores1.3 Social Environment Analysis in 20141.3.1 Population Analysis1.3.2 Education and Culture Analysis1.4 Technological Environment Analysis1.4.1 Network Technology Brings Energy to Children English Training Industry1.4.2 Blended Teaching Mode Gains Favorable Development

3. Market Operation Situation of Chinaâs Children Training Industry in 20143.1 Analysis on Market Operation3.1.1 âAlo7â Acquires Ten Millions Investments with its Creative Children English Learning Method3.1.2 Children English: Parents Training Enthusiasm is not Affected by Score Reduction3.1.3 New Oriental Leads Chinaâs English Training Reformation3.1.4 Four Giants (3BTA) Enters into Education Field3.2 Development Status of Chinaâs Children English Training Industry in 20133.2.1 English Training Market for the Children of 3 to 12-years Old3.2.2 Fiercer Market Competition3.2.3 Market Integration, Reorganization, and Gradual Regulated Business Activities3.3 Dynamics of Chinaâs Children English Training Market in 20143.3.1 Many Training Enterprises Close Down3.3.2 Teaching Teams are Fickleness 3.3.3 Causes Analysis of Current Situation

4. Development of Chinaâs Children English Training Market Segmentations4.1 Market Segmentations4.2 Pre-School English Training Market4.3 Primary and Middle School English Training Market4.4 High-end Children English Training Market

5. Consumption Demand Characteristics of Chinaâs Children English Training Market5.1 Customer Analysis in 20135.1.1 Occupation5.1.2 Income Level5.1.3 Motivation5.1.4 Selection of Children English Training Institutions5.2 Analysis on Characteristics of Customer Demand in 2013

6. Competition Landscape of Chinaâs Children English Training Industry in 20136.1 Current Status of Competition6.1.1 Competitiveness Analysis6.1.2 Merger and Acquisition6.1.3 Fiercer Competition Appears in High-end Children English Training Market6.2 Analysis on Concentration Ratio of Chinaâs Children English Training Industry6.2.1 Market Concentration Ratio6.2.2 Regional Concentration Ratio6.3 Analysis on Strategy for Improving Competitiveness

11. Development Trend of Chinaâs Children English Training Industry11.1 Prospect Forecast11.1.1 Personalized Courses Lead a New Fashion11.1.2 Centralized Development Becomes a Future Trend11.1.3 Cater to Market Demand and Improve Training Quality11.2 Trend of Market Size 11.2.1 Market Scale Continues to Expand 11.2.2 Market Competition Becomes Fiercer11.2.3 Large-scale in Big Cities; Elaboration in Small Cities and Towns 11.2.4 Franchise is the Future Development Trend 11.2.5 High-end Children English Training Becomes New Highlight 11.3 Demand Trend of Chinaâs Children English Training Industry11.4 Characteristics of Future Development of Chinaâs Children English Training Industry